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Group 6 Final Project

This document provides details of a marketing project for a technology blog. It includes sections on the target market, positioning statement, marketing strategies, environmental analysis, and performance evaluation. The target market is individuals looking to purchase electronic devices. Marketing strategies include email marketing, actionable content creation, social media promotion, and guest posting. Key performance metrics are website traffic from WordPress, including new visitors and views from different countries. Since implementing SEO and advertising, views have increased by XX% and visitors by XX%, but reach remains limited domestically.

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0% found this document useful (0 votes)

80 views13 pages

Group 6 Final Project

Uploaded by

DIVYAM BHADORIA

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as DOCX, PDF, TXT or read online on Scribd

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Digital Marketing

Final Project

Group 6

Ashwin I - 19PGP030
Gaikwad Srushti - 19PGP053
Chander Lekha - 19PGP037
Divyam Bhadoria - 19PGP052
Tummala Mithilesh - 19PGP221
APPENDIX

CONTENTS OF THE REPORT

TITLE PAGE 1

INRODUCTION 3

TARGET MARKET 4

POSITIONING STATEMENT 5

MARKETING STRATEGIES 6

ENVIRONMENTAL ANALYSIS 7

SEO OPTIMIZATION AND ADVERTISING 8

SOCIAL MEDIA AND MOBILE MARKETING 9

QUESTIONNAIRE 10

INFERENCES FROM SURVEY 13

EVALUATION OF PERFORMANCE 15
INTRODUCTION

We have taken a blog that belongs to one of our team members for this project:

https://ashfedy.wordpress.com/

The objectives for using the Internet as a strategic tool are:

 To increase the viewership of the blog
 To make more people aware of the blog
 To expand the follower base

The individual thinks the Internet will benefit it by:

 Helping them in their buying decision
 Providing comprehensive and elaborate information which helps them in getting a
better understanding of the technology
 Analysing and comparing different technologies to recommend products that will be
suitable depending on the consumer

The reasons for using the Internet are:

 The blog is only present and operates online
 Offline consumers cannot be persuaded to type the link and search for it
TARGET MARKET

The target market for the product line:

 Consumers belonging to middle class and upper middle class who are in search of
electronic gadgets such as Laptops, tablets, smartphones, and smartwatches.

The typical customer:

 A person who is looking to buy a new gadget and searching for a suitable product.

 Technology enthusiasts.

His/her Internet interactions:

 The blog provides exhaustive information about the various features of the major
platforms on the latest devices.

 For example, if a person needs to choose Windows or MacOS when he is going to

buy a laptop; or when a person is looking to buy a tablet or smartphone, then to make
a choice between Android and iOS, depending on their needs.
POSITIONING STATEMENT

For individuals looking for buying electronic gadgets such as laptops, tablets, smartphones,
and smartwatches, Ashfedy blog has a number of blogs on electronic gadgets, that are written
after analysing the pros and cons of gadgets so that individuals can make a well informed
decision before buying the gadgets because the blog is focussed on giving the maximum
information about the technology, user interface, design.
MARKETING STRATEGIES
1. Consistent Email Marketing Plan - One of the most effective ways to ensure
readers find their way to our website when we publish a new blog. It is through
email marketing. The first step in this process is building an email list. Where we
will focus on encouraging our current audience to sign up to receive updates
from your brand. Then once we have an email list, we will send regular emails
and notify followers each time we publish a new post.
2. Create Actionable Content - Typically, actionable content lets the audience walk
away with a key lesson or some habit or practice they can put to the test.This
could be tips, or a how-to guide, or even something like this blog post with steps
to follow. Actionable content solves your audience’s most pressing problems.
They’ll appreciate the advice and remember you because of how your content
helped them make their life better.

3. Linkedin Personal & Corporate - On LinkedIn, you can participate in groups, post
articles, and answer questions — all with the goal of increasing awareness of our
company and building it as a thought leader.
4. Organic Social Media : Twitter & Facebook – There are more than 60 million
businesses that have a page on facebook , but about 87% of posts to those pages never
get answered . This gives us an opening . Give advice ;answer questions . Provide
Value
ENVIRONMENTAL ANALYSIS

Competitive- Direct Competitors – The Verge , CNET, Tech Crunch etc.

Substitutes – Youtube & Insta Bloggers Like Technical Guruji,Marques
Brownlee and Geeky Ranjit .
Indirect Competitors – Food and Lifestyle Bloggers that also share their
technical knowledge to influence their readers.

Social – Various social factors like Lifestyle, Education, Distribution of Wealth and gender
will affect the blog . The blog will mainly attract Educated Male Population . Wealth also
comes into picture since new and trendy tech products are mostly expensive.

Technological- Factors like New Discoveries , Rate of technological obsolescence , Rate of

technological Advancement and Innovative Technological Platforms will affect how the blog
will Recreate itself and how new updated content needs to be regularly published .

Economical – Factors like Inflation Rates , Interest Rate , Disposable Income of the Buyers ,
credit accessibility , Unemployment rate and The Foreign Exchange rate will affect the
buying behaviour and also the number of visits of the blog . For Example – In 2020 we say
that because of corona pandemic the unemployment rate has gone up and the disposable
income of the buyers has come down. This has a negative impact on Technological Sector.
Both for the product and the organizations promoting them .
SEO and ADVERTISING STRATEGIES

Advertising Strategies- Our Advertising strategy aims to attract the most Attention
to our Blog Content .We are aiming not only at paid promotions on social media websites but
also other techniques listed below to fulfil our aim .
Using Online Influencers – We will ask or pay the influencers of tech space to share our blog
with their audience. Further we can ask them to share their views about the blog whether
through comments or any other format.
Active Guest Post - While it may seem counterintuitive, you can promote your blog by
publishing posts on other sites. When you publish content on other Similar Websites,
you tap into their existing audience. We will be leveraging this Fact .
SOCIAL MEDIA AND MOBILE MARKETING

Social Media Marketing Strategy

1. Identify the target audience- The target audience is upper and middle class individuals
looking to buy electronic gadgets like ipad,laptop,watch etc.
2. Consumer Objective- To gather as much information as possible about the gadgets
before making the final decision of purchasing.
Brand Objective- To provide the information about the gadgets to the individuals who
are willing to make a purchase.
3. Conduct audit on current engagements-Went on a search for the social presence on the
leading search engines (e.g., Google, Bing).
Evaluated social media profiles.
Made sure that the social media profiles are on brand.
Centralized the ownership of the passwords
4. Expand and improve social media presence-Created content with a specific focus on
categories of content that have a clear alignment with the goals/objectives of the brand
for that specific social media platform.

Mobile marketing strategy-certain steps

1. Objective- is to provide the information to individuals who are willing to buy gadgets
2. Target segment- Individuals who belongs to middle and upper class looking forward
to buy gadgets like laptops, watch,etc
3. Benefit/Value offered- Individuals will get to know the pros and cons of the product
he/she is willing to buy.
Mobile Marketing Strategy-
Call-to-Action (CTA)- is a tool that urges users to take up an opportunity immediately and
often plays a key role in executing mobile marketing strategy:
•The target audience must feel the need to make use of the offer that is extended to them by
the company.
•Engage continuously with the customer and deliver personalized content to the extent
possible.

We have added direct links of the products and the discounts being offered ,on the blog page.

Questionnaire

The following questions are asked in the questionnaire employed to gather the information
regarding our blog:
* Questionnaire*
INFERENCES FROM SURVEY

The following are the results of the interviews conducted on some Internet users to
understand users’ perspective of the blog:

Stats from Questionnaire

Evaluation of the performance:

The blog evaluates its performance based on the statistics provided by wordpress.com, which
gives us the number of new visitors, number of views, the countries from which the blog is
visited and the number of views from each country.

Ever since we have implemented the SEO and advertising strategies:

The number of views increased by * XX % *
The number of visitors increased by * XX % *
But the reach of the blog is currently limited to our country only despite the strategies.